Kia thinks outside of the oval for its new logo

It's out with the old, in with the new as Kia Motors Corp. kicks off 2021.

In advance of its relaunch this week as a modern, future-looking brand, Kia has unveiled a scriptlike logo to replace the long-in-the-tooth oval mark used for nearly three decades.

Also on tap is a new brand slogan: "Movement that inspires."

The emblem and tag line are part of CEO Ho Sung Song's planned brand relaunch, to be detailed in full Friday, Jan. 15. The reboot aims to lift the South Korean brand's image while positioning the company to become a global leader in electric vehicles and new mobility businesses.

The new logo's rhythmical, unbroken line conveys "Kia's commitment to bringing moments of inspiration," the company said, linking the look to the slogan.

The badge adopts a stylized, almost runic, script in which the capital letters K-I-A are joined with a modern flare. Kia teased a version of it on the Imagine electric concept car it showed at the 2019 Geneva auto show. The company has been using variants of the oval logo since 1994, with minor tweaks in 2004 and 2012.

Song wants to parlay Kia's recent success on the back of hot product such as the Telluride crossover into an upmarket move from its longtime status as a bargain brand.

"The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes," Song said in a statement. "Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry."